Selling to the New Elite: Discover the Secret to Winning Over Your Wealthiest Prospects - Paperback

by Jim Taylor (Author), Stephen Kraus (Author), Doug Harrison (Author)

In this practical and fascinating follow-up to their behind-the-scenes look at America's most powerful and influential class, authors Jim Taylor, Stephen Kraus, and Doug Harrison reveal insights and indispensable techniques to help salespeople and marketers hone in on wealthy customers, pique their interest, and earn their trust--and repeated business. The New Elite leveraged unprecedented research to reveal what motivates the wealthy class, how they think, where they shop, and how they really spend their money. Now, based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton, Selling to the New Elite explains what the truly rich want from brands, what they expect from the marketplace, and how their changing purchasing patterns could mean big business for you. Including eye-opening stories from mutually satisfying interactions between salespeople and affluent buyers, the book showcases the best practices that have led to hundreds of successful sales and incorporates exercises that allow you to apply the information in your own context. By helping readers win over the wealthiest customers, this one-of-a-kind guide offers the key to becoming rich yourself.

Front Jacket

If you think the only thing unique about selling to the affluent is a higher price point, think again. In fact, what you think you know about who the wealthy are--what motivates them, how they think, where they shop, and how they spend their money--may be equally inaccurate. What do the words "luxury" and "quality" mean to your wealthiest prospects? How has the Great Recession affected their spending tendencies and brand preferences? And how can you--as a sales professional or marketing executive--sell to them most effectively? Based on unprecedented research, "The New Elite" shattered common misconceptions about the rich and their relationship with money. Now, in this indispensable follow-up, you'll discover how you can hone in on this wealthy class, pique their interest, and convert them into loyal customers. The authors of "Selling to The New Elite" have studied the best practices of top performers, as well as analyzed hundreds of the most mutually satisfying interactions between salespeople and customers. Here, they reveal the secrets of the world's most successful salespeople, explore the stories behind some of the world's most unique and exquisite products, and identify how passion is, in fact, the key to selling to "the new elite." You'll discover how to: - Establish yourself as a necessity in a marketplace where more and more people are forgoing traditional salespeople and making their purchasing decisions on the Internet - Tell detail-rich stories that evoke the undeniable essence of your product or service - Form bonds with clients by discovering shared pursuits and interests - Understand that reliability is "the new trust" - Communicate a compelling brand promise - Hone an unbeatable elevator pitch - Satisfy the passion du jour: value Loaded with insight and indispensable techniques, this one-of-a-kind guide shows you how to win over the wealthiest customers... and become successful yourself. JIM TAYLOR is Vice Chairman of Harrison Group, one of the country's most respected marketing firms, and a widely recognized marketing expert and speaker. His clients include American Express, Chanel, UBS Private Wealth Management, and Neiman Marcus. STEPHEN KRAUS is former Vice President of Harrison Group, where he provided senior leadership to the company's wealth consultancy. DOUG HARRISON founded Harrison Group in 1996 and has developed branding strategies for companies such as Coca-Cola, Microsoft, Under Armour, Four Seasons, and Cayman Islands Department of Tourism.

Back Jacket

Revelatory and surprising, based on unprecedented research, The New Elite took a behind-the-scenes look at America's rich that shattered the prevailing myths about how the "other half" lives. Now, in this practical--and equally fascinating--follow-up, Selling to the New Elite, the authors reveal what the truly rich want from brands, what they expect from the marketplace, and how the Great Recession has reshaped their purchasing patterns. Based on studies of elite companies such as Lexus, Chanel, Neiman Marcus, Four Seasons, Cartier, and Louis Vuitton, as well as interviews with top sales professionals and marketers, the book shows you how to better target qualified prospects, convert prospects to customers, nurture one-time customers into raving fans, help raving fans spread the word, and win back disaffected customers. The book examines the nature of luxury, what affluent buyers care most about when making a purchasing decision, and how their values and interests can provide a way into forging the spirit of trust and enthusiasm so necessary when selling or marketing to them. Packed with insight, examples, eye-opening stories, and exercises, Selling to the New Elite contains the practical strategies you need to successfully sell to those with the power to buy. Praise for "The New Elite": "Great reading, even better inspiration for millionaires-to-be."-- ALA Booklist (starred review) "[T]ake heed, luxury providers: if you pay more attention to the elite customer's history and disposition, you are more likely to strike gold."-- Time magazine "If you are interested [in] marketing to the super-wealthy . . . try this fascinating book to tell you who they are, where they are, and what they do."-- Life Insurance Selling ." . . a must-read for consumer marketers and interesting reading for the rest of us."-- Graziadio Business Report "Want to get inside the minds of the truly wealthy? "The New Elite" offers exclusive access to the 'new financial elite' and some surprising answers as to how they achieved their economic status." -- QRCA Reviews "Charts and graphs throughout distill key data into easy-to-grasp nuggets, lending clarity to this book whose fresh take on the habits of the American economic elite will be indispensable to marketers." -- Publishers Weekly

Author Biography

STEPHEN KRAUS is vice president of Harrison Group, where he provides senior leadership to the company's wealth consultancy. JIM TAYLOR is vice chairman of Harrison Group, one of the country's most respected marketing firms, and a widely recognized marketing expert. His clients include American Express, Chanel, UBS Private Wealth Management, and Neiman Marcus. DOUG HARRISON founded Harrison Group in 1996 and has developed branding strategies for Coca-Cola, Microsoft, Louis Vuitton, Four Seasons, Bank of America, and other impressive companies. Taylor and Harrison are the authors of "The New Elite."